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We have seen that the correct choice of a celebrity can surely increase sales but when it comes to long term loyalty and impact on the brand. The effect is yet somewhat debatable. In the end, the product must deliver for the customer, no matter who endorses the product, if the customer does not see himself getting value from his purchase, he will not buy it. But yes, celebrities over time can influence the loyalty and make a person friendlier to a brand. Brand and celebrities are here to stay for a long time and in this age of slick advertising and mass media and unthinkable budgets, celebrities are having a field day charging huge amounts and making more money than their mainstream professions. But then do they really care about the brand? Or is it just the money? But the bottom line, celebrity endorsements are here to stay.

Appendix

Source: Cognito FCB ULKA 2002

Table 1: Compatibility Index & Trait Fit Index of 4 Brands

Concluded.

* Contributed by: -
Naveen Blazey & Shashi Kanth Ganti,
Goa Institute of Management, Goa.